New Bloom

Guo Haiping, an authorized pet trainer, offers door-to-door services and earns between 6,000 and 15,000 yuan a month. Du Lianyi / China Daily

Despite the booming demand, there is not enough talent to fill these positions, says Hao. There are over 1 million jobs in the color consulting area alone, but less than 10,000 people have got the nod to take up these jobs.

Yu Xiaodong, director of the center for public nutrition and development of the National Development and Reform Commission, says that the number of authorized public nutritionists, a new profession approved by the ministry, was only 4,000 in 2010, while in Japan it was over 400,000.

Job portals like Zhaopin have been adding new sections on their websites for the niche jobs based on demand. In 2009, it added 20 new categories, whereas by 2011 it grew to 87. Some of the niche jobs that figured in the website were for a video-conference host, personal luxury goods shopper and property condition inspector.

Hao says that there are several interesting trends that explain the rush for niche jobs.

Green jobs have grown nearly 20 percent in the past five years, thanks to the increased environmental awareness. It has also triggered demand for sewage treatment specialists and solar energy technicians, he says.

At the same time there is also a demand in the market for professionals with multiple talents. A fork lift truck driver with stacking skills can earn nearly 5,000 to 6,000 yuan every month at big retailers like Walmart, nearly double the salary of a regular truck driver, says Hao.

"There is also great demand for other professionals like chefs who can speak foreign languages and sports agents familiar with both sports and marketing activities," he says.

Hao says that the underlying factor that is propelling the demand is the rapid personalization of services.

"Employers are looking for more personal services like personal health consultants to design low-calorie family menus; dish-order assistants for those who can never decide what to order in a restaurant; and personal luxury goods shopper to help find the most appropriate Rolex or Louis Vuitton bags."

Zhang Lei, with a bachelor's degree in architecture, works as a property condition inspector. Provided to China Daily

Guo Haiping is one such personal service provider. He is an authorized pet trainer who works out of his clients' homes. Every day he travels to apartments, villas, lanes and traditional courtyards in Beijing, to train dogs.

"There has always been a misconception that pet trainers trained several animals together in kennels. It is no longer the case," Guo says.

As a professional pet trainer, Guo was the first to start door-to-door pet training services in Beijing. Clients get more personalized services as the trainer trains only one dog during the whole session.

"Most of my customers are young ladies with decent income. They don't want to send their pets to the kennels located in the suburban areas. Hence I came up with door-to-door training idea in 2008."

Guo's training has three levels - preliminary, intermediate and advanced. The preliminary training includes walking rules, eating courtesies and other basic commands. The intermediate level involves the same training but for an extended period lasting more than one month. The advanced level is usually for kennels to prepare them for pet competitions.

A behavior correction session, or the preliminary training, costs 2,500 yuan, and lasts for two weeks.